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Social Audience Marketing

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Activate Your AudienceSocial Audience Marketing 101A Systemic, Repeatable, and Optimizable Approach toSocial Media.Highlights Earned media lifts the impact of Paid and Owned Media, but in order to take advan- tage of it, marketers need to adopt a disci- plined approach. Social Audience Marketing provides the methodology and tools to sys- tematically identify, encourage and target the Brand’s Social Audience.meteorsolutions.com 1

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Activate Your Audience Social Audience Marketing 101OverviewEarned Media can deliver great value to marketers and the brands they work for; it ex-pands and extends the impact of paid and owned media and improves marketing results.Up to 70% of the visitors to any campaign site come from Social Sharing. Social Visitors,those who come via sharing, convert up to 4 times higher than conventional visitors. But,until now it has been difficult to approach Earned Media and Social Sharing in a measur-able, predictable and repeatable way… it has been much more a craft than science, butit doesn’t have to be that way!Earned, Paid, and Owned MediaLet’s begin by setting a simple base line to be used as reference throughout the docu-ment:Owned Media refers to the online spaces you own and for which you completely deter-mine the content and terms of use; typical examples of these are Corporate Web Sitesand Campaign Micro Sites.Paid Media refers to the online spaces owned by others that you can “rent” on a tempo-rary basis; the most common form is online advertising (display, search, etc.). Even whenyou don’t own the site or control the terms of use for these spaces, you can contractuallyguarantee certain limits & conditions to the content that will be within the vicinity of your“rented space”.Earned Media, in the context of this document, refers to the online mentions gainedthrough the voluntary (not compensated in a monetary way) activity by end users; it cantake the form of online reviews, comments and discussions, online sharing of your con-tent, etc.It is worth noting that the lines among these are blurring; it is common to find Owned Me-dia that incorporates comments and online reviews.meteorsolutions.com 2

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Activate Your Audience Social Audience Marketing 101How and Why Earned Media WorksAs mentioned before, Earned Media can expand and amplify the impact of owned andpaid media. It all begins with your product and the content that surrounds it, but it onlyworks if your clients care enough about the products, content and the needs they ad-dress to react to it. As you create products and associated content, such as user guides,how- to articles, comparison guides, case studies and advertisements, etc., clients andpotential clients that CARE about it will react and act on this content and SHARE online,reaching their Social Graph. Sharing can take many different forms: Email, a FacebookLike, A Tweet, an Online Review, a Comment, participation in an Online Forum Discus-sion in an Online Community. As this sharing occurs, two things happen: the impact ofthe original content expands in terms of reach (it becomes available to more potentialcustomers, in more locations) and the credibility / relevance of the content is affected(normally in a positive way) by the fact that an unpaid agent is carrying the message. Weterm the increase in reach and credibility as LIFT.This is great story, but not as easy as it sounds. There are quite a few challenges thatneed to be surpassed to make it work for you. Earned Media promises great rewards forthe Marketer; but it requires effort, careful planning and a systematic approach to achievethose rewards.meteorsolutions.com 3

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Activate Your Audience Social Audience Marketing 101Earned Media ChallengesCompeting for a limited resource; the user’s attentionYou have probably noticed everyone is talking about Social / Earned media. But, they areactually doing much more than talking. According to information provided by eMarketerby 2012 88% of the Marketers will be using Social Media, 8 out of 10 companies in theUS intend to increase Social Media spending in 2011 and 45% of the companies expecta full integration of Social Media with other marketing efforts in the next 3 years. Thismeans that the Social field is getting more crowded, and we are all competing for a finiteresource: the time and attention of our end users.Dilution of trustA secondary effect of the points made above is the dilution of trust the typical end userhas with their peers. The average Facebook user has 130 friends and on any normal daythere are 294 billion emails traversing the internet. The Edelman trust barometer yearlystudy indicates that Trust in “a person like myself” is decreasing, currently 47%, downfrom 68% in 2006. It is not enough anymore to ensure your message is carried through.You want to make sure it is carried through by the right messenger.Incomplete / Inconsistent approach to engagement and identification:Does this sound familiar? A Brand Marketer realizes the importance of Earned Media andas a consequence reaches out and meets customers where they like to be, engaging withthem at different social media locations, through email marketing, Blogs, etc.meteorsolutions.com 4

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Activate Your Audience Social Audience Marketing 101However this is not a scalable approach, nor one that allows for systematic optimization.This approach presents you with a number of challenges: » It doesn’t address the fact that the audience engages with your brand and each other using multiple channels; shallow metrics that do not account for the multi- generation and multi-channel nature of Social Sharing make it difficult or impossible to identify key members of this audience (the influencers and brand advocates). » Lack of a consistent identification and activation methodology makes it impossible to systematically and consistently engage and encourage influencers and brand advocates to drive the actions you want them to perform. » Optimization of Content creation and media investment is, at best, inaccurate. Shallow metrics fail to properly account for and attribute Earned Media lift. First generation tracking will only account for the first visits and not detect when me- dia investments (owned or paid) actually get shared again and again delivering a much higher impact.meteorsolutions.com 5

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Activate Your Audience Social Audience Marketing 101Social Audience Marketing ApproachComprehensive, systematic, scalable engagement and identification:The Social Audience Marketing approach begins with your Brand’s content-rich websiteat the center. Traffic driving tactics, such as display & search advertising, jump start theactivity. Proper enablement of sharing makes it easy for users to share, ensuring EarnedMedia lift. A comprehensive capability to identify and activate key members of the audi-ence and track content as it is passed-along operates as the core of the system. SocialAudience Marketing tracks the Sharing activity to identify the Influencers and brand advo-cates that share content and the Social Audience that the shared content reaches.Step1: Deploy Meteor’s Platform patent pending Tag & Trace™ engine, which dynamical-ly graphs sharing activity and identifies in real-time the influencers and brand advocatesthat share content and the social audience that the shared content reaches.meteorsolutions.com 6

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Activate Your Audience Social Audience Marketing 101A couple lines of code deployed in your web page enable and track sharing. As usersshare through their preferred method (social networks, email, IM, mobile, blogs or oth-ers) other users receive those shares and click through to the original site, in turn sharingand causing other users to visit as well. Meteor Tag & Trace™ engine tracks the sharingacross the spectrum of social media building a multi-generation social graph for everyuser as they share content; thereby identifying the individuals that are influential acrossmultiple generations of sharing.Step 2: Once sharing and tracking are in place brands can identify and activate Influenc-ers using Meteor Activate:meteorsolutions.com 7

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Activate Your Audience Social Audience Marketing 101The appropriate sharing activation strategy varies depending on the topic area and targetaudience. Typical approaches include: » Exclusive / early access to content (particularly effective in topical areas where knowledge is a priced commodity). » Public Recognition for contributions / achievements. » Leaderboards » The opportunity to bring a benefit to others in a relevant space (peer distribution of free tickets for an event, discounts, etc.)Meteor Activates provides easy to deploy activation applications out of the box, as well asAPI access to create activation experiences for these approaches and more.Step 3: As users share the size and value of the brand’s Influencer and Advocate Audi-ence (Social Audience) grows continuously:Meteor’s Platform tracks and builds a multi-generation social graph for every user asthey share content; thereby identifying the individuals that are influential across multiplegenerations of sharing across the social web (social networks, email, IM, mobile, blogsor others).meteorsolutions.com 8

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Activate Your Audience Social Audience Marketing 101Using these analytic tools make it possible to create a virtuous cycle that continuouslygrow the size and potential value of your Social Audience and gives you the tools to ad-vertise to that audience turning that value from potential into real. Meteor’s customershave seen sharing generate from 10 to 70% of their audience. They’ve seen social audi-ences convert in the range of 1.5 to 4 times higher than conventional visitors. Analyticsenables customers to get better and better results over time, over time.Conclusions » Earned media delivers value by increasing, accelerating and extending (lifting) the impact of Paid and Earned Media. » In order to truly reap the promise of Earned Media marketers need to adopt a sys- tematic, scalable and repeatable approach. » Social Audience Marketing provides the methodology and tools to systematically identify, encourage and target the Brand’s Influencers and Advocates, and the in- formation to optimize marketing investments targeted for them.About Meteor SolutionsMeteor’s Social Audience Marketing Suite enables brands to identify and activate theirown influencers and biggest fans in real-time. Meteor’s technology platform is poweredby the company’s patent-pending Tag & Trace™ engine, which tracks content as it ispassed-along and identifies the social audience that the shared content reaches. Usingthe Meteor Social Audience Marketing suite, brands reach their social audiences withtargeted advertising, activate them with exclusive content and special rewards, and mea-sure and optimize performance with best-of-breed analytics. Meteor Solutions’ custom-ers include a growing number of the worlds’ leading global brands and agencies includingMicrosoft, AT&T, MTV Networks, Wunderman, MEC, Hill Holiday, Razorfish and others.Meteor Solutions is a privately held company based in Seattle, Washington. For moreinformation visit www.meteorsolutions.com.meteorsolutions.com 10